Redesigning a Web site: A Holistic Information For Getting Outcomes


While you designed your present web site, you in all probability checked out it the way in which I take a look at each popular culture reference I put into advertising content material — that’s, with immeasurable fondness and just a little little bit of satisfaction. In any case, that web site was your child. You discovered examples and inspiration, adopted all the very best practices, thought of the person journey, sprinkled in your model identification and even in contrast it to competitor web sites. 

However then one thing modified. It might be one thing as small as a slight shift in audience preferences or as large as your favourite search engine completely rethinking its algorithm. Regardless, it’s time for a web site redesign mission.

Right here’s the final word information to maintaining with change and planning a web site refresh your clients will love.

Why Redesign a Web site?

You’ve possible heard the traditional knowledge: “If it ain’t broke, don’t repair it.”

Sadly, that logic doesn’t all the time maintain water in relation to targets like SEO (search engine optimisation) and web site efficiency. That’s as a result of your web site design doesn’t essentially should be damaged to require a refresh. Typically, it’s only a wall that wants a contemporary coat of paint. Different instances, in fact, it is perhaps a wall that wants a bulldozer, a development crew and possibly some warning tape.

Both manner, the vital factor to recollect is that no web site is everlasting. What labored yesterday may not work at present — and even one thing that “works” however nonetheless isn’t good may not ship outcomes. That’s why it is best to carry out common web site audits to examine every part from particular person design components to total web site efficiency. The aim is to make sure that you’re not simply purposeful, however noticeably unbelievable. 

Listed below are a couple of areas to concentrate on throughout your audits:


Is your current web site accessible to as many individuals as attainable? Bear in mind, this isn’t nearly guaranteeing every part appears good to cellular customers; it’s additionally about utilizing an accessibility guidelines to see if web site guests with totally different impairments can comfortably navigate, discover info and full duties.

Person Expertise 

Person expertise can embody every kind of variables, resembling:

  • Navigation.
  • Search.
  • Personalised suggestions.
  • Self-service choices.
  • Account administration.

Bear in mind, this all comes again to the person journey and what your audience needs, wants and expects to get out of your web site.

Technical Efficiency 

Technical efficiency contains web page pace, load time, error charges and extra. It’s associated to person expertise — there’s nothing fairly as annoying as a web site that simply received’t load — however technical efficiency is extra targeted on the behind-the-scenes science.  

search engine optimisation 

SEO is a crucial a part of each web site redesign technique as a result of it’s all the time altering. Even for those who’re simply doing a light-weight refresh, the possibilities are excessive that you simply’ll have to concentrate on search engine optimisation, as a result of each algorithm shift or key phrase change can influence your rating.

Conversion Maximization

On the finish of the day, your web site exists to meet a enterprise aim. That often boils right down to conversions — and the reality is that your total redesign mission may have to be constructed round this single effort. In any case, the remaining doesn’t matter a lot in case your web site simply sits there and appears fairly; you want a web site that retains its guarantees to your clients and your small business.

Trace: Did you discover that every one of those components are intertwined? Give it some thought: Reviewing accessibility helps enhance person expertise, which boosts conversion; equally, strengthening technical efficiency helps higher search engine optimisation. Which means even a fast web site redesign may have important outcomes.

Your Step-by-Step Information to Web site Redesign

Certain, it’s nice that each design factor is related and every variable impacts the others in one million tiny methods. However that may additionally imply that making an attempt to construction a redesign mission plan can really feel like making an attempt to unravel this dangerous boy:

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Don’t panic. Simply take a breath, roll up your sleeves and break it down into these 5 steps:

#1: Audit

Look, I do know “audit” in all probability isn’t anybody’s favourite phrase — however in relation to guaranteeing that you simply hit each redesign aim, this step goes to be your greatest buddy. It’s your likelihood to see what works, what doesn’t and what you are able to do about it. Plus, you’ll be able to hold all of your audit outcomes to check authentic and redesigned web site stats for even extra insights. 

Needless to say an audit possible received’t let you know precisely what must be prioritized and the way; you’ll have to determine that out your self. In any case, an audit simply delivers knowledge — it’s as much as you to interpret it. 

#2: Concentrate on Tech Stuff

After you have a tidy record of duties all prioritized, color-coded and delegated to the suitable groups, it’s time to concentrate on tech. Dig into your web site’s transferring components to enhance, replace or fully redesign backstage components that outline efficiency and performance. You may have to:

  • Use web site caching.
  • Scale back picture sizes.
  • Overview the quantity and objective of plugins.
  • Contemplate a content material supply community.
  • Monitor errors.

A very powerful factor you are able to do right here is examine your work. Don’t make dozens of shifts and then return to the web site to assessment efficiency — as a result of if there’s an issue, you’ll have to return by way of each change to see what occurred. Take it from somebody who’s spent altogether an excessive amount of time selecting by way of a whole lot of strains of code to search out one tiny error: In terms of tech, double-check. 

#3: Make It Accessible

When it’s time to make sure accessibility, you’ll have one foot within the tech world and the opposite in on-page design. That’s as a result of these components work collectively to make your web site straightforward to navigate and — hopefully — enjoyable to make use of. 

Nonetheless, don’t get caught within the lure of considering that that is simply about satisfying a guidelines. Accessibility means making issues simpler for each web site customer in quite a lot of methods. That may embody guaranteeing that your navigation buttons make sense, leveraging sensible info structure options, providing assist at key intervals and — maybe most significantly — listening to your customers. They will not be consultants in net design, however they definitely know what they like and want (and what they don’t). 

#4: Overview for Model Identification

When you’ve ensured that every one your colours are seen and accessible, your navigation buttons are clear, your tech infrastructure is working easily and your web site is behaving as anticipated, it’s time to modify to storytelling mode. 

Typically, tech and accessibility assist your model persona take form by defining what’s attainable. Different instances, it could really feel such as you’re dodging limitation after limitation. That’s why it’s sensible to construct this brand-focused step into your redesign mission plan. It’s your likelihood to be sure you’re nonetheless telling the story you need to inform, even for those who needed to make some modifications earlier within the course of.

#5: Create or Refresh Content material

It doesn’t matter what your final redesign aim is, content material goes that will help you get there. (And no, I’m not simply saying that as a result of I’m a content material author.) 

Give it some thought this manner: Your web site is meant to do a sure type of work for your small business. A few of that work is achieved by way of calls-to-action (CTAs), contact types, purchasing carts or chatbots. Nonetheless, a majority of it belongs to your web site’s property. Blogs reply FAQs and herald web site visitors; touchdown pages catch guests with particular intent; white papers transfer clients additional down the funnel; infographics present key info and lengthen interactivity.

Don’t depart your web site unable to do its job. Refresh current content material or create one thing new — simply so long as it suits any greatest practices you outlined in earlier steps.

How Do You Measure Web site Design Success?

So, your web site designing mission is full and you may lastly relaxation straightforward, proper?

Not so quick. 

You continue to want to ensure all of your exhausting work is paying off. Listed below are a couple of tricks to make it occur:

  • Create a schedule: A web site upkeep schedule helps you retain observe of what you probably did and when, plus what you continue to want to do. That is significantly useful for those who make small modifications over time as an alternative of throwing all of your weight behind a single, large web site overhaul.
  • Establish KPIs: Key efficiency indicators, or KPIs, are statistics you measure to see how nicely your web site is performing in areas that matter. You’ll want to check a number of KPIs to get the complete image.
  • Replace search engine optimisation: These search algorithms aren’t any joke, people. Preserve your search engine optimisation up to date to make sure the suitable persons are discovering your content material.
  • Get suggestions: Ask everybody concerned how they felt concerning the redesign course of and what might be improved subsequent time. It’s additionally sensible to the touch base along with your web site guests to see how they really feel concerning the modifications.

Able to Get Began with Web site Redesign?

Nothing lasts perpetually — not even a extremely nice web site. Whether or not you’ll want to discover a bulldozer and begin from scratch or simply apply a contemporary coat of paint, just a little refreshing can go a great distance. Bear in mind, you don’t need a web site that simply “works” — you need one which “wows.” 

Good luck on the market, web site designers. Might your new creations discover a residence on high of all the suitable search engine outcomes pages.